Previous articles have explored the added value of open source intelligence generation(OSINT) in various fields such as marketing strategy development or strategic foresight. An additional use can be for the analysis of a candidate's digital presence, a use that will be explored in this article.
The analysis of the digital presence is separated into several phases. The ultimate goal is to provide the candidate with the necessary knowledge about the impact of their activity on social networks, press and other media, as well as the identification of risks and opportunities associated with their image and reputation.
The phases for the analysis of a candidate's digital presence are as follows:
- Analysis of activity generated in open sources.
- Reputation study.
- Identification of issues that impact on the candidate's digital presence.
- Identification of key actors.
Analysis of activity generated in open sources
By analysing the activity generated, all publications related to the candidate are collected:
- Interactions of other users with the candidate's publications.
- Publications containing allusions or direct mentions.
- Personal references.
- References to related policies or issues.
For a detailed analysis, the publications should be distributed by source, i.e. by the social network or type of media from which they originate. This will allow the impact of the candidate to be assessed according to the medium or source. The distribution will also make it possible to generate indicators that reflect data on activity in open sources, such as the temporal and geographical distribution of messages, as well as the impact that the user generates on public opinion at a socio-demographic level.
Relevant themes in the analysis of digital presence
The identification of salient issues is essential for the assessment of risks and opportunities. Reflecting the polarisation index, every candidate has a set of issues associated with them that are most relevant, and which are generated from their personal characteristics, ideology and political actions.
The issues generated are assessed by considering the level of risk and impact associated with them, and their level of influence on polarisation indices. In this way, it is possible to identify the areas of action that are more risky for the candidate and those that should be exploited to generate a more positive return.
An additional purpose of this section of the analysis is to inform the candidate about low profile issues, i.e. new issues that have the potential to go viral, such as a smear campaign. By generating early warnings, the candidate will be able to anticipate the risks associated with these issues, or exploit their potential benefits.
Identification of key actors
This section of the analysis allows for the identification of those actors who have a greater presence or influence on the candidate's digital presence. These actors can positively or negatively affect the candidate's image in open sources, and can act as content creators or disseminators.
The identification of actors allows comparisons to be made with other candidates. The comparison between activity and impact indicators provides an objective view of the candidates' image in society. As a result, it offers the opportunity to address those characteristics or issues that allow the candidate to stand out.
Reputational study of digital presence
One of the main objectives of a digital presence analysis is to conduct a study of the candidate's reputation in open sources. In electoral processes, it is common for the messages and publications identified to reflect polarisation indexes. The degree of polarisation is detected by analysing the positive, neutral or negative sentiments generated by the activity collected in open sources.
The reputational study shows the candidate's image in open sources. This evaluation makes it possible to identify the personal and ideological characteristics that generate the greatest admiration, as well as those that produce debate or deteriorate the candidate's reputation.
For example, reputational research could identify personal characteristics such as the candidate's membership of a particular religious group or physical attributes as issues that generate positive feelings in society. Conversely, links to corruption or political scandals could negatively affect the candidate's image.
Reputational research is essential to know the origin of the criticisms of the candidate and to identify the characteristics or themes of opportunity that can be promoted on social networks.
The analysis of the candidate' s digital presence allows the candidate to know exactly the image he or she generates in open sources. This knowledge facilitates their decision-making by identifying risks that affect their reputation and opportunities that can improve their image on social networks and in the media. Digital presence analysis services can be carried out in response to specific needs, or on an ongoing basis, for example during an election campaign. In future articles, the advantages of digital monitoring of an election campaign will be discussed in more detail.
